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EMARKETER

US adoption of Instagram shopping exploded in 2020, though it’s already slowing

Article by Sara Lebow  |  Jun 25, 2021
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US adoption of Instagram shopping exploded in 2020, though it’s already slowing
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Digital Shoppers & Buyers
Social Commerce
United States

For more insights and key statistics on the biggest trends in today's most disruptive industries, subscribe to our Chart of the Day newsletter.

Just over 26% of US Instagram users took to the platform for social commerce purchases in 2020. That share will rise to about 30% in 2022 but then stagnate as social commerce use reaches a saturation point.

US Instagram Social Commerce Buyers, 2019-2025 (millions, % change, and % of Instagram users)
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